"They [undercover investigators] emerge with images that shock and horrify most Americans," Rice said. "We feel that people have a right to know where their food comes from and how animals are abused on these factory farms so they can make informed choices."

DiGiorno last made headlines last week for much more lighthearted fare, when its ad agency spontaneously live tweeted "The Sound of Music," replacing famous lines with references to its pizza.

In light of the animal abuse reports, the company may have blundered on social media today, however, as it is currently promoting the hash tag #DiGiorNOYOUDIDNT.